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AdWords Demographics – Education, Children, Marriage, & Homeownership

AdWords Demographics – Education, Children, Marriage, & Homeownership


– Hey, everybody, Adam Arkfeld, and in today’s video I’m gonna go over a few different demographic
targeting options that AdWords has slowly rolled out that are really cool and unique. Because historically there have only been a handful of different options related to income and
gender and age range, and now there are a few
different ones that you can use within the AdWords interface, but they’re not incredibly easy to find. And so, I’m gonna show you
exactly how to find them. Alright, so I’m in an
AdWords interface right now and typically when you
look at demographics you have a lot of demographics here. And you can do Age, Gender,
and Household Income. Okay, so this is pretty standard stuff. This has been here for a while. You can see who’s converting
where, when, and what. Now if I slide over to Audiences, and hit this Audiences button, and I’m just gonna do Observation. This means that you can just see how the Audiences are performed, but you’re not necessary
targeting those audiences. I’m going to hit Who they are, and then here we can actually see a number of different targeting techniques that were not available before. The first one is Parental Status. And you can drill all the way down into five different categories, Parents of Infants, between zero and one, Toddlers, one to three,
Preschoolers, four to five, Grade-Schoolers, six to 12,
and then Teens, 13 to 17. So you can drill into Parents
and then also all the way down into their age range which is really cool. You can do Marital Status, so Single In a Relationship, or Married. Education which is a cool one. Current College Student, so
if you’re looking to target college students, this is
a really great selection. And I was pausing there because
literally I have a meeting next week that relates
to college students, and I was like, oh, I need
to talk to them about that. College students, and then you can go down to different levels of education,
so High School Graduate, Bachelor’s Degree, and Advanced Degree. And then up here, you can
do Homeownership Status, so Homeowners or Renters. As far as, the AdWords interface goes and audience targeting and all of that, when you’re in Google and
someone’s looking for something, in a lot of respects, you can’t really filter down to the type of
people that are looking, right? So, if you’re talking
about Parental Status, and people are searching
for baby equipment, you might have different messaging for someone that has kids
that are of a certain age or maybe doesn’t have kids. For Homeownership Status, you might, if you’re doing some sort of insurance, you might be running different messaging. That’s probably a better example than the Parental Status with kids. Same with Education,
if kids are in college then you can filter all
of your traffic down if you’re selling something
to college students, but it’s kind of generic. So let’s say you’re
talking about clothing, or you’re talking about some sort of vacation for spring break. Or you’re talking about
some sort of travel or anything that it really heavily relates to college students,
you can basically say, I want college students. And then I wanna exclude everybody else. If you were to do that, you
would set it up as Targeting. Or if you just wanna
know, hey, I wanna see how college students are interacting with my current campaign, then you can put that in Observation mode. So if you’re not familiar
with how Targeting and Observation mode works, Observation just means that you can see how the different demographics are interacting with your
campaign, how they’re converting. And it basically gives you that breakdown. The Targeting option says, you know what? I really only want college students to be able to see my ads when
they put in my search terms. So it actually narrows your audience whereas Observation just says, hey, this is how the different audiences are interacting with you. But it doesn’t actually narrow it. So you would start with Observation, get a feel for how it’s working, how your campaign’s
working with the audiences, and then you would go into targeting and actually narrow it down, maybe in a separate campaign
or in this campaign. We’ve had a few different demographics that we’ve been using for awhile, and now Google’s starting to roll out more which is really cool. So anyways, I just wanted to make sure that everybody was aware of these different targeting options. These can roll into YouTube. They can roll into just standard search, display advertising. You can use this type
of audience targeting in a lot of different ways. So, as a recap, you have
Parental Status for a variety of different age ranges
from zero to 17 years old. Marital Status, Single, In
a Relationship, or Married. Education, we’re talking
about college kids or different levels of education. And then also Homeownership Status. So that’s all for today. My name is Adam Arkfeld with ParaCore. We’re a pay-per-click
lead generation agency. If you would like to talk, my email’s in the description below. Comment, Like, subscribe if so you desire. Thanks for watching, and
I’ll see you next video.

2 thoughts on “AdWords Demographics – Education, Children, Marriage, & Homeownership

  1. Is there a way to download the demographics data via ad performance with device types so you know what demographic campaigns you can setup based on historical performance?

    There seems to be no access to that data unless you setup specific campaigns to the targets you mentioned without historical performance

  2. Does this work on our existing/past ad/ad campaign or could we use this to observe how the selected demographic is likely to interact with our future ads?

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